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Benjamin Lickfett
Bartender / bar director
- Discipline
- Other
i. Biography
The Path
Since 2019, Benjamin Lickfett has been head of futures & Digital Innovation (Europe) of Diageo. The date matters: it marks the point at which his professional identity became publicly attached to a role defined by anticipation, digital change, and regional scale. That framing has remained the reference point for his career in view. What the appointment shows is a brief with a narrow center and a wide field. Future-facing ideas and digital change across Europe require both strategic range and operational clarity, and the title itself makes that explicit. In that sense, Benjamin Lickfett’s path is best read through the work rather than around it.
The Work Today
His role is Head of Futures & Digital Innovation (Europe) at Diageo. It is a working title, not a decorative one, and it points directly to the kind of decisions and questions the post is built to handle: what comes next, what changes at scale, and how to keep pace with a moving market. The remit is defined by two pressures at once. On one side is the long view implied by futures work; on the other is the immediate reality of digital change across Europe. Benjamin Lickfett’s position sits at that intersection, where planning, adaptation, and regional complexity have to be held together. For Benjamin Lickfett, this has been the central fact of his public profile since 2019. The role gives his career a precise frame: future-facing ideas, digital transformation, and a European scope, all under a single appointment at Diageo.
Profile updated July 2026
FAQ
Asked of Benjamin
How did Benjamin Lickfett get started?
He stepped into the Diageo role in 2019.
What is Benjamin Lickfett best known for today?
He is best known for leading Futures & Digital Innovation (Europe).
